22 Potential Touchpoints for Your Next ABM Sales Play

The Point

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. 22 Potential Touchpoints for Your Next ABM Sales Play via @spearmktg.

How Weighted Touchpoints Increases Attribution Accuracy

bizible

When it comes to giving credit to marketing touchpoints , most marketers and their attribution models focus on time: the first touch, the last touch, or even the amount of time before conversion (time decay model). Weighted Touchpoint Values. A smart attribution model understands the natural differences in marketing touchpoints and values them accordingly. The impact of some marketing touchpoints have longer effects than others.

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What Are Your Brand Touchpoints?

The Effective Marketer

A nice post by Nick Westergaard on the “ 12 Most Underutilized Brand Touchpoints “ talks about the stuff many people relegate to second plan when thinking about their company’s brand. It’s all about how you present yourself and your company to customers and prospects in every single touchpoint. So what are the 12 touchpoints? What is your list of touchpoints?

How Activity Attribution Untangles the Interplay Between Sales and Marketing Touchpoints

bizible

How to Track Sales Touchpoints. A few months ago, we enabled sales touchpoints within Bizible. The way this works is that Outreach logs all sales activities in the activities object, and Bizible picks them up and converts them to touchpoints associated to contacts and opportunities.

3 Mistakes Organizations Make While Developing ABM Programs

While B2B research suggests organizations are thriving through successful ABM programs, getting just one campaign off the ground is more difficult than it seems. From building an account universe to understanding to orchestrating sales and marketing alignment around touchpoint and messaging, there are a number of variables to consider before launching a program.

Why B2B Marketers Need To Track & Measure Multiple Touchpoint Dimensions

bizible

Watching television in the 90s, people rarely complained about the low fidelity of their television screen. It’s what people were used to, so they didn’t have expectations of anything better. Just to put this in context, in the late 90s, a high-tech Philips plasma television had a screen resolution of 852 x 480 and cost $15,000. But not until higher definition televisions were introduced did anyone really notice just how bad that was.

Revenue Attribution 101: Tracking, Connecting, and Crediting Marketing Touchpoints to Revenue

bizible

Accurate tracking means tracking every touchpoint (or at least the key touchpoints) throughout the full funnel, from the first touch to the last, both online and offline touchpoints. If you’re systematically omitting certain kinds of touchpoints—say, with single-touch attribution or online touchpoints only—not only will you undervalue the touchpoints that you didn’t track, you will also overvalue the touchpoints that you did track.

How-to Map Your Touchpoints for Conversion Rate Optimization

Inbox Insight

The sheer volume of information and digital channels means they zig zag through digital touchpoints. B2B buyers can ping back and forth between engagement points but what’s important to note is that at every touchpoint they will have accumulated knowledge of your brand. The post How-to Map Your Touchpoints for Conversion Rate Optimization appeared first on Inbox Insight. When marketing budgets tighten, conversion rates are the usually the first KPI to come under scrutiny.

How can you make digital B2B Marketing Touchpoints truly sensational?

MLT Creative

The post How can you make digital B2B Marketing Touchpoints truly sensational? See (and feel) SenseAtional for yourself. We recently were awarded the opportunity to conceive and design a printed “kit” to demonstrate, explore and showcase an amazing new printing technique for one of our long-time partners, Bennett Graphics in Atlanta. The technique is called “SenseAtional, ” and it is that and more. It consists of tactile […].

6 Ways to Create a Great First Touchpoint Experience

Evergage

We’ve all heard the saying “you never get a second chance to make a good first impression.” But how many companies successfully employ this concept when presenting their brand or products to customers for the first time?

How to Overcome the Pain Points of Your CRM

When used effectively, a CRM can be the life blood of your sales team – keeping everyone organized, efficient, and at peak productivity. However, as a company, sales stack, and database grow, it becomes difficult to uphold structure and governance to keep a CRM up-to-date. The result? Less organization, more confusion, and fewer deals closed. Leveraging leading industry research from industry analysts, this eBook explores how your sales team can gain back valuable time.

Persistence Pays—How 42 Lead Qualification Touchpoints Won a $1 Billion Deal

Pointclear

One opportunity we turned over to a client took 42 touchpoints across 3 months to nurture to sales-qualified status. PointClear is known for its perseverance. While some sales people stop after placing one or two calls (if they don’t get the prospect on the phone or don’t get a call back, they deem the lead no good) our sales support associates keep trying.

Tailor to Your Target: How to Create Meaningful ABM Content and Touchpoints

The Mx Group

It’s important to be thoughtful in your approach to planning content and touchpoints, and you shouldn’t do it before you’re ready. Once you’ve done all that, you’re ready to begin planning your ABM content and touchpoints. For more information on how to get started with an ABM content plan, and content ideas tailored to your ABM program’s scale, take a little time to watch our Fast Focus Webinar, “Operationalizing ABM: Touchpoints”.

How Many Touchpoints Are in a Typical Campaign?

SnapApp

Every opportunity you give your customer to interact with your content is a touchpoint. When they provide their email address and click “download now” to receive your white paper, that’s a touchpoint. When they click on a link in your email , that’s a touchpoint. When they click on an interactive element in a video, that’s a touchpoint. Every answer they provide while they complete your neato personality assessment is a touchpoint.

How Many Touchpoints Are in a Typical Campaign?

SnapApp

Every opportunity you give your customer to interact with your content is a touchpoint. When they provide their email address and click “download now” to receive your white paper, that’s a touchpoint. When they click on a link in your email , that’s a touchpoint. When they click on an interactive element in a video, that’s a touchpoint. Every answer they provide while they complete your neato personality assessment is a touchpoint.

Stream On or Tune Out: Personalize Your Buyer Journey so Audiences Click Next

Speaker: Randy Frisch, Co-Founder, CMO and President, Uberflip

The way we engage with technology has changed—from the way we watch TV (Netflix), to the way we consume music (Spotify), to the way we exercise (Peloton). We have tuned out on old one-dimensional experiences. Your buyer expects each stage of the journey to be curated so they can stream away! Join Randy as he presents an actionable framework for creating experiences that will engage your buyers to stream through more of your content so they don’t tune out.

How Nestlé Waters uses marketing technology to drive growth

ClickZ

Customers are increasingly moving away from brands that don’t deliver integrated touchpoints or messaging. When asked about the challenges of unifying engagement with customers across all touchpoints, Sciuto replied, “It keeps me up at night.”. Says Sciuto, “Millennials and Centennials (people born 1994-2010), expect brands to be relevant across all touchpoints, but are also focused on the community and the planet.

Integrating and automating email marketing and your website

Biznology

It can help chart the next touchpoint. If third time’s the charm, why not a fourth piece related to email marketing?! You can check out the last few here.). This time, though, we’re going to relate email to your website. As in, how can you get more out of your email marketing and your website? By integrating them with one another and automating processes between them.

Connected consumption is the new customer experience (CX)

Biznology

Marketing’s role changes as much as the business when customer interactions spread to every touchpoint in the connected consumption life cycle, with constantly great customer experiences required. Marketing will become the common theme of a digital Earth company—how the company advances and improves every customer personally, at every touchpoint. Turn the high-value touchpoints into a requirements and design spec. Lesson for leaders. Today’s marketing is becoming obsolete.

Your company’s digital future is still open, if you capture it first

Biznology

If you create value at every touchpoint, you will accelerate both your growth and leadership. Lesson for leaders. You can control your digital future if your know where you’re going, and know how to reach it first. But if you don’t know, someone else will own your future and you. Fortunately, the digital future is obvious. We are all migrating to a digital Earth. Everyone and everything will be in one digital room together, all the time.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

Meet the king, the queen, and the crown jewels: content, customer experience, and data

Biznology

And your content usually represents the first touchpoint in your customer’s experience of your brand. Your brand isn’t just what you say about yourself; your brand is the sum of all the experiences, all the touchpoints your customer has with your business. Deliver on those touchpoints and watch your business grow. Want more revenue and profit for your business? Of course you do; who doesn’t? But what really leads to profits?

11 inspiring case studies of digital transformation

Biznology

25% of companies have a clear understanding of new and underperforming digital touchpoints (source: Altimeter Group ). Digital transformation is profound change in business activities, processes, competencies, and models to fully leverage customers at every touchpoint in the customer experience. 88% of companies report they are undergoing digital transformation (source: Altimeter Group ).

Use Partnership Capitalism to raise everyone’s success, lead markets and grow profits

Biznology

Lesson for leaders. Tech-driven change is accelerating. It increasingly disrupts every industry, business, product, and profession. It is no longer possible to project yesterday’s trends to lead markets tomorrow. For example, the perception of some of Silicon Valley’s tech giants is turning negative. They are criticized for managing people with algorithms, growing by replacing the economy’s jobs with AI and automation, and using surveillance business models that manipulate everyone personally.

The state of B2B marketing in Asia—moving toward digital

Biznology

From this starting point, we can clearly see what digital touchpoints and content are most engaging at each stage of the sales cycle. While teaching in Hong Kong for the semester, I’ve had the chance to meet some very interesting people. A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia.

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The SaaS Guide to Customer Engagement, Retention, and Advocacy

After onboarding, most SaaS customers have to find their own way to success. This ebook by Influitive is a compilation of some of the best examples of programs designed to drive customer retention and advocacy, with examples from some of the world’s largest and most innovative SaaS vendors.

Meet more new clients with these 8 tactics

Biznology

Multiple touchpoints also strengthen your standing in the mind of the buyer. For many growing professional services firms, new clients are a critical part of meeting business growth objectives, and tapping personal networks is no longer enough. Today you have to find and woo strangers–get on their radar, engage, and often educate them a bit–before you have a chance for a meeting. In sales and business development, this is called prospecting.

The 10 most fascinating people in B2B marketing in 2016

Biznology

I still use Laura’s nifty “touchpoint analysis” tool in my business school classes. Given the enthusiastic reception given to my debut “most fascinating” list last year, let’s make a tradition of it. Here’s my fresh list of ten innovative thinkers and doers in the world—and I mean the wide world—of B2B marketing which, for most companies, involves a global scope. Our discipline is blessed with a lot of talent and plenty of new ideas.

How to reach your customers at work or at home

Biznology

More touchpoints: target consumers during business hours, reach business people at home. Have you ever wished you knew more about the consumer side of your business customers? I have just learned about a new service from the San Antonio-based database marketing company Stirista that offers a way to link an individual’s consumer record with the business record.

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The Unstoppable Rise of Marketing Intelligence Platforms

QuanticMind

There are numerous touchpoints at the awareness, acquisition, and conversion stages that can influence your audience and encourage them to buy. Online touchpoints could include email, search, display ads, social media, third-party sites, your website, and more. Offline touchpoints could include radio, TV, print, direct mail, word-of-mouth, phone, point-of-sale, etc. Now there are simply too many relevant touchpoints to rely on elementary definitions. .

The simple truth about what’s driving digital next year

Biznology

And an even more simple truth: You need to deliver those seamless, immersive experiences—both in your content and as part of the overall journey—at every single customer touchpoint. Someone recently asked me what I thought the future of marketing was going to look like: what’s driving digital next year and, most importantly, how marketers can prepare for the seemingly ever-shifting changes brought about by digital.

The 3 biggest and costliest e-commerce order fulfillment mistakes

Biznology

Using good order fulfillment technology is essential here to keep workflows efficient, minimize the number of touchpoints (human and machine), and prevent workers from unintentionally, but inevitably, being part of the order fulfillment problem vs. the solution. Whether it’s called online shopping, e-business or e-commerce , the fact is that buying and selling over the web isn’t new.

Adobe on how to select and future-proof your CMS

ClickZ

The CMS journey has grown incredibly complex due to the rise of a wide variety of customer touchpoints. Adobe writes, “This evolution from a few basic customer interactions to several dynamic touchpoints has spawned a move from traditional CMS solutions with user interfaces to API-driven, headless CMS solutions that aren’t tied to a specific front-end interface.”. A traditional CMS may not support all touchpoints, requiring businesses to invest in additional tools.

Customer-self service: the assisted and contextual reality

i-Scoop

Contact center Customer engagement Customer service Research artificial intelligence contact center agent customer experience management information management omni-channel omni-touchpoint self-serviceThis post is a sligthly modified version of a post originally published on InformationDynamix. Providing good customer self-service possibilities is a must.

Customer-centric marketing: optimize and integrate

i-Scoop

What we’ve always called integrated (touchpoint) marketing is back and it’s spreading across all – often siloed – (digital) marketing disciplines. Integrated marketing Marketing optimization Bryan Eisenberg cross-channel marketing customer-centric marketing Gerry McGovern integrated touchpoint marketing Have you noticed? Bloggers, experts, research companies and marketers are increasingly talking about channel-agnostic and customer-centric marketing again.

Report: Real-Time Analytics Becoming More Critical to Marketing

KoMarketing Associates

Marketers are already delivering customer interactions across various touchpoints in real-time, and they expect “real-time customer analytics” to play an important role in marketing going forward.

How Marketing Attribution Can Drive Your Marketing Strategy

Marketing Insider Group

Each one of these interactions is an individual touchpoint that contributes toward the final sale. Marketing attribution enables you to distribute this value across each touchpoint so you can calculate which ones are having the most impact. There are several models you can use to calculate how much value to attribute to each marketing touchpoint. This model considers the touchpoint that generates a lead as the most important in the entire customer journey.